The Mobile Market in Singapore

The Singapore Market

Population = 5.56 million

Mobile connections = 8.82 million

Mobile connection penetration = 145%

96% of the population own a mobile device (unique users)1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

Singapore as a Mobile-

First Country

One of the highest smartphone penetration rates in the world1

Unique mobile penetration = 85%

88% own a smartphone

2 hours and 3 minutes spent on mobile daily

3G and 4G connection coverage at 98% and 96% respectively2

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/5282. Inside Games Asia, December 2015 - http://insidegamesasia.biz/the-business-opportunities-based-on-

singapores-internet-environment/

Global Mobile Web Usage

Mobile web audiences are 2x larger than mobile app1

Mobile web usage has grown 1.2% faster than app over the past 3 years

The median browser usage has grown 61% in the past year compared to 51% for apps11. Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 -

http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.

Mobile Web Use in Singapore

Mobile and tablet make up for 48% of all web page views

Mobile web views increased by 17% in 2015

Desktop web page views decreased by 7%

Currently, desktop makes up 52% of web page views but this is decreasing

Mobile web views will soon overtake desktop views

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

Activities on Mobile Web

M-commerce: 55% of online shoppers choose to shop on mobile

Search is the third most popular app download

67% of people search for products on their mobile device

68% watch video online

89% Singaporeans booked flights on their smartphone

Shift to mobile web cannot be ignored

1. Inside Games Asia, December 2015 - http://insidegamesasia.biz/the-business-opportunities-based-on-singapores-internet-environment/2. Mumbrealla, October 29th 2014 - http://www.mumbrella.asia/2014/10/google-study-singapore-worlds-top-smartphone-market-per-capita/

App Activity on Mobile

Social messaging and social media are the most popular app downloads in Singapore

Search is the 3rd most popular app activity2

58% use social messaging

33% download apps for gaming

Singaporeans spend money on productivity-related apps

Difference between mobile web and app use is intention and purpose - apps have a purpose whereas web is used more sporadically, for research and information

80% of Singaporeans use just 5 apps or less1

1. e27 , Singapore top mobile economy, 26th February 2016 https://e27.co/singapore-tops-mobile-app-economy-long-20160226/

2. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

Disadvantages of Mobile App

Apps need to be downloaded and updated - not as simple as using the mobile web

Content is easily shared from mobile websites - people love to share with friends

Limited storage on mobile so you cannot have an infinite amount of apps

Apps often freeze or crash - not good for customer retention

1. The 4 C’s of Advertising, Spetember 2015 http://cdn2.hubspot.net/hubfs/462650/4Cs-Events/The_Four_Cs_of_Mobile_Advertising_-_VIETNAM_Report.pdf?__hssc=1464942.1.1455701477157&__hstc=1464942.3107e1c880477e93b15d0cb6fe920710.1455693888000.1455693888000.1455701477157.2&__hsfp=&hsCtaTracking

How Does Mobile Web Win? High connection speeds mean fast web

browsing on the move

Mobile web browsing will soon overtake desktop browsing - 48% of web page views come from mobile devices and growing

M-commerce is huge - shoppers use the mobile browser to research information and pricing, which is easier on mobile web

Singaporeans do not download as much apps as other SEA countries

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

About AdSpruce

AdSpruce is a mobile video ad tech company which specialises in providing mobile web advertising solutions for advertisers and publishers.

AdSpruce enables publishers to maximise revenue from their mobile inventory by providing an industry-first mobile web Ad Development Kit (ADK) that integrates video advertising across video inventory. The AdSpruce mobile web ADK provides the first solution for trackable pre-roll advertising on feature phones and a variety of ad spots on smartphones and tablets. With mobile web audiences more than 2x larger than app audiences and growing even faster (Morgan Stanley, 2015), AdSpruce focuses on delivering the best possible ad experience across all mobile browsers. From low-bandwidth phones in emerging markets like Vietnam, Indonesia and India to 4G smartphones in New York, London and Singapore, AdSpruce can provide the highest possible video advertising quality and experience. Founded in 2011, AdSpruce has delivered millions of video adverts for some of the world’s biggest brands including Microsoft, IBM, Disney, Coca Cola, Vodafone, BBC and BMW.

Delivering brand performance

Kapil SampanthanBusiness Development Director

Email: kapil@adspruce.comSkype: kapil.sam1

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